Heart health is arguably the most crowded platform in the health supplement market.
Even though cardiovascular disease (CVD) and heart disease are the leading cause of death globally, according to the WHO, consumers are unmotivated to purchase heart specific products until there is an issue with their personal health. On the other hand, FMCG Gurus argue that heart health isn’t restricted to consumers with medical conditions or a specific age group. As consumers take a more proactive approach to health, they are conscious about their heart health and are looking to address this through their diet and lifestyle. This is something that will most likely intensify in 2020 as a result of COVID-19, as consumers look to maintain a healthy immune system, something that is heavily linked to heart health. (1)
Heart Health Supplements
The global heart-health supplement market is expected to reach nearly US$29,000 million by the end of 2026, according to Persistence Market Research. So, who is the largest consumer in this category? In terms of revenue, it is the male population. However, heart health supplement sales are dependant on what types of benefits consumers are looking for. An older demographic would be looking for cholesterol and blood pressure benefits, whereas a younger consumer will be looking for a multivitamin with an element of heart health support. (4)
Let’s take a look at the top supplements used for heart health:
Magnesium is one of the main heart healthy supplement ingredients that is backed by research. Among heart conditions, low magnesium levels are associated with insulin resistance, hypertension, type 2 diabetes, a higher risk of coronary heart disease (CHD), and the progression of atherosclerosis. (2)
SPINS and IRI reported in 2019, in the mass-market retail channel, CoQ10 was among the top three ingredients for heart health. Coenzyme (CoQ10)—which the body produces naturally but slows with age—is often associated with energy, as it is a major part of metabolism. But because of its metabolic role, it is also very important to the heart. A study involving 318 participants showed CoQ10 supplementation in individuals with metabolic syndrome increased levels of adiponectin when compared to participants taking a placebo. (3)
Omega-3s have always been popular among consumers and even more so in the heart-health category. In June 2019, FDA approved new qualified health claims for eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) omega-3 consumption and the risk of hypertension and CHD. Research shows, among men, higher fish and omega-3 fatty acid consumption is associated with a lower risk of CHD. According to Grand View Research, omega-3s enjoyed an estimated market value of $2.29 billion globally in 2018, with a 7.4% CAGR forecast for 2019 to 2025. (4)
What’s next for heart health?
Brands are taking a softer approach to heart health. Rather than focusing on the implications of poor heart health, they are focusing more on educating consumers about how they can lead an overall healthier lifestyle to help reduce such risks. Brands are also pushing the concept of active nutrition and health as something that’s fun and fashionable.
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(2) Eilon Ram, Jacob Lavee, Michael Shechter, et al. “Relation of Low Serum Magnesium to Mortality and Cardiac Allograft Vasculopathy Following Heart Transplantation” Am J Cardiol. 2020;125(10): 1517-1523
(3) Phiwayinkosi V Dludla, Patrick Orlando, Sonia Silvestri, et al. “Coenzyme Q 10 Supplementation Improves Adipokine Levels and Alleviates Inflammation and Lipid Peroxidation in Conditions of Metabolic Syndrome: A Meta-Analysis of Randomized Controlled Trials” Int J Mol Sci. 2020;21(9):E3247
(4) Grand View Research. “Omega 3 Market Size, Share & Trends Analysis Report By Application (Supplements & Functional Foods, Pet & Animal Feed, Pharmaceuticals, Infant Formulas), By Region (North America, APAC), And Segment Forecasts, 2019 – 2025.” March 2019. Accessed at: grandviewresearch.com/industry-analysis/omega-3-market
*Claims for food supplements mentioned in this article are not meant for general public, but are purely for information of food supplement industry professionals. Please note that the claims are not authorised by European Food Safety Authority for use on labels or marketing materials.